— Yes. Last year, I experimented with different types of targeting, including real customers. It turned out that you can make a full-fledged outreach campaign without using the usual social demo targeting at all. For example, the entire media campaign of the Nurofen Express line in 2018 was built only on the basis of buying behavior — we aimed, in particular, at disloyal customers — those who try different brands of painkillers throughout the year. With the help of machine learning technology, we managed to attract them to buy our brand, increasing sales in the test campaign by 7% and ROI by 17 bp. I talked about this case in detail at the AdIndex
and Future of Media conferences. In 2019, I continue to use this approach for Nurofen and have extended it to other brands as well. In general, we experiment quite actively, but experiments never come at the expense of proven technologies.